The Hindu Business Line : Mom’s the word in new ad campaign for chyawanprash

Chennai, Nov. 28 After the kids, it’s Mom! Dabur, which is marketing Chyawanprash as a health supplement for all sections of consumers, has launched a new advertising campaign featuring Amitabh Bachchan. The focus this time is on the homemaker.

Speaking to Business Line, Mr K.K. Chutani, General Manager (Marketing), Dabur India, said the company would also take up consumer activation activity.

It plans to contact 4-6 lakh consumers across the top 10-15 cities in the country through interactive events.

Activation has started in the rural markets which account for 40 per cent of the brand’s sales.

Ever since the company took upon itself the onus of expanding the Chyawanprash category three years ago, it began talking to non-users and ‘non-believers’ to convince them they could benefit from it, Mr Chutani said.

The campaign, which goes with the tagline ‘Zaroorat Hai’ (‘It’s necessary’), this year uses the tactic of having a husband and son swap roles with the homemaker to bring to light the stress the homemaker faces and the amount of energy she expends in her daily running of the house.

“The mother, who has the most stressful job, treats herself as the least important person in her household. And the other members in the family don’t see a conflict there, so we tried the ‘role reversal’ strategy to show that homemakers too need Chyawanprash,” Mr Chutani said.

Last year, Dabur used the campaign to tell mothers that school exacted a lot from children and Chyawanprash would help revitalise them.

Variants

After last year’s test-launch, Dabur is rolling out the sugar-free variant of Chyawanprash nationally this year. It is test-launching Chyawan Junior, a chocolate-granule adaptation to the malted drink form, meant for children, in West Bengal and Maharashtra. It has also launched Chyawanshakti, meant to combat stress.

The Chyawanprash market, estimated at Rs 225 crore, is still a small market, probably because of the taste and consumers’ perceptions of it. That’s the case with most health supplements, with the exception of malted drinks, a Rs 1,000-crore market, Mr Chutani said. Elaborating, he said honey is a Rs 120-crore market (organised sector) and glucose, a Rs 180-crore market.

Growth factor

However, Mr Chutani says that in the last three years, both the brand and the market have been growing. From April 2006 to March 2007, the segment grew 19.5 per cent by value; Dabur grew 24.4 per cent. By volume, the industry grew 17.8 per cent, and Dabur grew 21.8 per cent, Mr Chutani said.

Dabur accounts for 65 per cent of the sales. The North and the East are the biggest markets for Chyawanprash, the former accounting for 50-55 per cent.

The other major players are Baidyanath and Emami, with market share of about 11 per cent and 9 per cent respectively, said Mr Chutani.

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